Downloadable PDF

Navigating the White-water World of New Product Development

Supports K@W's Innovation Content

Developing new products today involves a chain of daunting new challenges. They include shorter product cycles, unforeseen competition, mass standardization and more narrowly focused customization. This is disrupting business models across industries, says G. K. Prasanna, a senior vice president at Wipro Ltd. To thrive in this new world, companies must build “innovation prowess,” says George Day, a Wharton marketing professor. The two suggest solutions to innovation challenges in this white paper, part of a Future of Industry series produced by Knowledge@Wharton and sponsored by Wipro.

Supports K@W's Innovation Content

Citing Knowledge@Wharton

For Personal use:

MLA

"Navigating the White-water World of New Product Development."
Knowledge@Wharton. The Wharton School, University of Pennsylvania,
03 February, 2014. Web. 03 March, 2015 <http://knowledge.wharton.upenn.edu/article/navigating-white-water-world-new-product-development/>

APA

Navigating the White-water World of New Product Development.
Knowledge@Wharton
(2014, February 03).
Retrieved from http://knowledge.wharton.upenn.edu/article/navigating-white-water-world-new-product-development/

Chicago

"Navigating the White-water World of New Product Development"
Knowledge@Wharton, February 03, 2014,
accessed March 03, 2015.
http://knowledge.wharton.upenn.edu/article/navigating-white-water-world-new-product-development/